OAMTC Design & Branding SCHICKSAL / FATE by Spirit Design

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SCHICKSAL / FATE

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Industry Driving Schools
Media Design & Branding
Market Austria
Agency Spirit Design
Creative Director Maria Hell
Art Director Guillaume Korompay, Gabriela Lippay
Released October 2010

Credits & Description

Category: Consumer Services
Advertiser: ÖAMTC
Product/Service: DRIVING SKILLS SERVICE
Agency: SPIRIT DESIGN
Date of First Appearance: Oct 1 2010
Entrant Company: SPIRIT DESIGN, Vienna, AUSTRIA
Entry URL: http://www.oeamtc.at/fahrtechnik/
General Manager: Franz Schönbauer (ÖAMTC Fahrtechnik)
Managing Partner: Georg Wagner (Spirit Design)
Creative Director: Maria Hell (Spirit Design)
Art Director: Guillaume Korompay (Spirit Design)
Art Director: Gabriela Lippay (Spirit Design)
Graphic Designer: Nina Lindl (Spirit Design)
Media Planning: Klaudia Stolitzka (Spirit Design)
Text: Bettina Strobich (Spirit Design)
Text: Mathias Miller-Aichholtz (Spirit Design)
Media placement: Print Advertisement - Auto Touring - Oct 1st / 4 Weeks
Media placement: Print Advertisement - Auto Touring - Nov 2nd / 4 Weeks
Media placement: Print Advertisement - Auto Revue - Oct 22nd / 4 Weeks
Media placement: Print Advertisement - Auto Magazin - Nov 5th / 4 Weeks
Media placement: Print Advertisement - Gewinn - Nov 3rd / 4 Weeks
Media placement: Print Advertisement - Kronenzeitung - Dec 12th / 1 Day
Media placement: Print Advertisement - TV Media - Oct 20th/ 1 Week
Media placement: Print Advertisement - News - Oct 14th / 1 Week
Media placement: Print Advertisement - Profil - Dec 6th / 1 Week
Media placement: Print Advertisement - Sport Magazin - Nov 18th / 4 Weeks

Describe the brief from the client
The driving skills academy of the Austrian driver’s association ÖAMTC required being charged with fresh dynamics and emotions so as to activate new target audiences.

The popularity and attractiveness of the ÖAMTC Fahrtechnik service needed to be raised in order to sway more people to make a booking for a driving skills course.

Describe the challenges and key objectives
A well-known but also old-fashioned brand had to be relaunched in order to bring new target groups and increase sales. One challenge was to bring new qualities into the brand (dynamism, energy, power) without losing the old ones (reliability, competence, trust). The other one was to attract people to do a course in something most people perceive themselves as being rather good in anyway (driving cars).

Describe how you arrived at the final design
The basis was formed through precise analysis as well as strategy consulting based on the analysis, which consisted of the following services:
- Positioning: experience, know how, sense, responsibility, innovation/new technologies, quality of service
- Brand, product and communications strategy
- Brand core
- Brand design
- Brand architecture

The ÖAMTC umbrella brand trademark, acting as a baseline, establishes a sense of security and trust.

The entire brand identity was made more attractive and dynamic across all of the brand’s stylistic elements. This comprised the design of all brand applications and communication instruments.

Give some indication of how successful the outcome was in the market
Sales of winter training courses increased by 59%, sales of vouchers for wintertraining courses by 17%.

The ÖAMTC sub-brand ÖAMTC Fahrtechnik now appears sympathetic, fresh and modern but at the same time also capable and competent. It lives up to all prerequisites to meet the set goals of attracting new business, while retaining the existing client base. The close application of the new corporate design results in a clear and coherent appearance.

The complete application of the new branding strengthens the brand name through all available communication channels and at every point of contact with the brand.